To amplify the launch of the limited-edition Old El Paso Cinnamon Toast Crunch Dessert Taco Shells, we leaned into the Super Bowl, featuring JJ Watt—Old El Paso’s biggest fan—and Justin Jefferson—Cinnamon Toast Crunch’s biggest fan—as the faces of the product. While this aligned perfectly with game-day hype, we recognized that those buying the product online weren’t likely hardcore football fans.

To bridge that gap, we partnered with influencers—Braden Galloway, Allison Kuch, Jessica Hirsch, and Hannah Ann Sluss—who brought the product to life through engaging content. By integrating the dessert taco shells into relatable game-day scenarios, they created urgency around the limited-time offer, connecting with a broader audience beyond football.

This strategy generated over 360k impressions and an Estimated Media Value of $252K, saving $192K in media costs. Most impressively, the 1,000 limited-edition boxes sold out within hours on Walmart.com, proving the power of targeted influencer partnerships to fill the gap and drive sales.